Hint: the same elements of preparation, planning, and execution that you apply to your content marketing strategy translate to video as well.

The key to any successful content marketing strategy is getting to know your target audience, and speaking directly to their interests and needs. Video content is engaging, entertaining, and easy to digest — making it a smart addition to your current marketing plan.

Here’s how to create a video content strategy that works:

1. Outline Your Objectives

Before mapping out your content, make a list of the concrete goals you wish to accomplish — whether it’s building brand awareness, extending your reach, or increasing conversions. Clearly defining your objectives will help keep everyone on the same page, and will allow you to accurately measure your progress toward said goals.

2. Choose Topics

What you write about and through which channels you distribute your video content will largely depend on what you are trying achieve. Now that you have mapped out your objectives, brainstorm relevant topics that align with your brand values. Think about which of your existing pieces of content will translate the best into video while simultaneously moving you closer to achieving your overarching goals.

3. Assess Resources

Most of us don’t have the luxury of an unlimited marketing budget, so it can be helpful to take an inventory of existing resources before getting started. You don’t necessarily need an expensive camera and professional cinematographer to create worthwhile video content. After all, some of the most popular viral videos have been filmed with a camera phone.

4. Assign Tasks and Due Dates

Create a list of tasks to be completed for each video you’re creating, assigning due dates for each one. Keep in mind that an effective video content strategy takes time, and be realistic with your expectations. The more videos your team creates, the more comfortable they will become behind the camera (or smartphone) — and the stronger your content will be.

5. Create a Publication Strategy

Consider pushing your content out on various social platforms, email newsletters, and any other channels that will extend your reach to your target audience. Be strategic: your video content is only as good as the audience it reaches. Choosing relevant channels for publication is just as important as choosing relevant topics to write about.

6. Publish and Share Content

Once you’ve developed a strategy for publishing and promoting your content, your job isn’t over. Encourage team members, industry influencers, and fans to share your video content, extending your reach even further.

7. Measure Results

Keep track of what’s working and what’s not by measuring tangible progress toward your goals. Creating effective video content is all about trial and error, trying a variety of tactics until you discover what most resonates with your target audience. Keep tweaking your approach until you arrive at a winning strategy.

Longneck and Thunderfoot offer digital strategy services, including website branding, style guides, persona development, and audience segmentation. We’re a partner in making content work for your business. Learn more about digital strategy here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for Ireland.com, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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